The Publicity of Education: Challenges of Modern Communication Strategies

The article investigates the publicity phenomenon in modern education as a moral-communicative discourse of a technogenic society. The study confirms that a person's identity falls under the manipulative influence and becomes the target of direct social and communicative coercion in the public environment. The educational environment includes a lot of public informatization. The article proves that educational media practices in public communications form certain public strategies such as the social organization of society, its socio-cultural norms, and values. The nature of these strategies is sometimes contrived, perfunctory and favorable for information confrontation, serves the only material interests and needs. The study proves that the concept of communicative competence of modern youth, which is constantly in a changing, information-saturated public environment, becomes especially important in the modern educational environment. It must have complex communication skills of social and public adaptation, techniques of effective interpersonal communication in which morality would not have a hidden nature, would not focus only on the physiologically-hidden nature of a person and would not invent surrogate identities. Such kind of publicity including the skills of communicative competence in the educational environment is the requirements of a modern technogenic civilization trying to survive. It is stated that in the present time when information and communication can act as effective activators of value-moral principles of educational culture. Such communication skills are necessary for the fast formation of sustainable principles of cross-cultural understanding that would support the values of tolerance and a healthy lifestyle. In such a case, the development of science and educational competences of all participants of the educational process should lead to periodic modification, improvement of the whole system of interpersonal communication, giving them new forms directed to the tolerance, in which the subject of communication finds himself in the "Other", or find "Other" in himself.